000145411 001__ 145411 000145411 005__ 20241024135331.0 000145411 0247_ $$2doi$$a10.3390/su16188009 000145411 0248_ $$2sideral$$a140276 000145411 037__ $$aART-2024-140276 000145411 041__ $$aeng 000145411 100__ $$aFehrenbach, David 000145411 245__ $$aCo-creation with AI in B2B markets: A systematic literature review 000145411 260__ $$c2024 000145411 5060_ $$aAccess copy available to the general public$$fUnrestricted 000145411 5203_ $$aArtificial intelligence (AI) has significantly disrupted B2B markets, impacting companies at the product, service, and organizational levels. A key focus is on how to leverage the power of AI to augment and automate activities to create value for customers. One specific form of value creation investigated in marketing is co-creation between parties. Introducing AI into the co-creation process is exciting due to its technological characteristics and the anticipated business value it can bring. This study explores the state of the art in co-creation with AI in B2B markets. It examines how buyers, suppliers, and technology providers interact, along with their motives and characteristics. Furthermore, it investigates the processes enabling these interactions, from the form of AI used and AI tool integration to the necessary capabilities of other actors involved. Finally, this study examines the content of co-creation described in the existing literature and the value created jointly. This review contributes to delineating the interaction between human and non-human actors in a B2B co-creation ecosystem. The implications of this research provide B2B companies with a discussion about the actors, motives, characteristics, processes, and content of co-creation with AI in B2B drivers and barriers of AI for co-creation, mapping the way for success. 000145411 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group$$9info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00 000145411 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/ 000145411 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000145411 700__ $$0(orcid)0000-0001-8900-1701$$aHerrando, Carolina$$uUniversidad de Zaragoza 000145411 700__ $$0(orcid)0000-0002-8491-594X$$aMartín-De Hoyos, María José$$uUniversidad de Zaragoza 000145411 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000145411 773__ $$g16, 18 (2024), 8009 [13 pp.]$$pSustainability (Basel)$$tSustainability (Switzerland)$$x2071-1050 000145411 8564_ $$s1102105$$uhttps://zaguan.unizar.es/record/145411/files/texto_completo.pdf$$yVersión publicada 000145411 8564_ $$s2676432$$uhttps://zaguan.unizar.es/record/145411/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000145411 909CO $$ooai:zaguan.unizar.es:145411$$particulos$$pdriver 000145411 951__ $$a2024-10-24-12:12:27 000145411 980__ $$aARTICLE